This public awareness campaign was launched in India in September 2006 as part of an effort to expand the condom market in Northern India, which had been declining in previous years, and to decrease the embarrassment associated with purchasing condoms.

Through the slogan "Condom, bindaas bol" ("Condom, just say it") and a series of humorous television advertisements, the campaign encouraged people to talk openly about condoms and to use the word freely at the point of purchase.

The behaviour change communication (BCC) campaign was implemented under the Program for Advancement of Commercial Technology - Child and Reproductive Health (PACT-CRH) by ICICI Bank with technical assistance and oversight from the United States Agency for International Development (USAID) - funded Private Sector Partnerships - One (PSP-One) project and support from the Ministry of Health and Family Welfare, Government of India. Lowe India was contracted to develop the campaign along with Corporate Voice Weber Shandwick (CVWS) for public relations activities.